JA乳业营销问题及对策研究

发布时间：2018-09-11 13:46

【摘要】：近几年乳制品行业取得了较快的发展,我国目前有2000多家乳制品加工企业,在地区分布上较为广泛,形成了由伊利、蒙牛、光明、完达山等组成的国内乳制品巨头,纷纷对市场进行瓜分,并借助国外乳制品企业不断发展,由此完成了在国内市场的布局。此外,国际性的乳制品企业也纷纷进驻我国高端乳制品市场,通过多种方式进行投资建厂。由于乳制品的保质期较短,产品的新鲜度较为重要,在各区域也形成了区域性的乳制品企业。JA乳业是济南市本土的企业,是国内液态奶行业十大品牌,具有较强的区域性特点。本文以JA乳业为研究对象,探讨在面对国内乳制品巨头的激烈竞争时,如何通过有效的营销策略建立起有效的企业品牌,维持并扩大自己的市场份额,为其制定切实可行的营销策略,以此作为企业的参考。本文首先对选题背景、研究意义、研究思路进行了描述,再次将写作过程中用到的营销理论知识进行了梳理,为其后面的写作提供理论依据。再次运用营销工具对JA乳业进行内外部环境分析、SWOT分析,并对JA乳业的营销现状进行了综合分析,包括区域市场的划分、产品种类的设置、市场的定位与渠道的设立等。最后在营销环境分析的基础上,提出相应的营销策略,主要包括产品、价格、渠道和促销四个方面。最后,提出了本文的结论与展望。
[Abstract]:In recent years, the dairy industry has made relatively rapid development. At present, there are more than 2000 dairy processing enterprises in our country, which are more widely distributed in the region, forming a domestic dairy giant composed of Yili, Mengniu, Guangming, Wandashan and so on. One after another, the market has been divided up, and with the help of the development of foreign dairy enterprises, the layout of domestic market has been completed. In addition, international dairy enterprises have been stationed in China's high-end dairy products market, through a variety of ways to invest in the establishment of plants. As the shelf life of dairy products is short and the freshness of products is more important, regional dairy enterprises. JA dairy industry is a local enterprise in Jinan, is a domestic liquid milk industry ten brands, with strong regional characteristics. This article takes JA dairy industry as the research object, discusses how to establish effective enterprise brand through effective marketing strategy, and how to maintain and expand its market share in the face of fierce competition of domestic dairy giants. To establish a feasible marketing strategy, as a reference for enterprises. Firstly, this paper describes the background, significance and train of thought of the research, and then combs the knowledge of marketing theory used in the process of writing, which provides the theoretical basis for the later writing. Thirdly, using marketing tools to analyze the internal and external environment of JA dairy industry, and make a comprehensive analysis of the current marketing situation of JA dairy industry, including the division of regional market, the setting up of product types, the positioning of market and the establishment of channels, etc. Finally, based on the analysis of marketing environment, the corresponding marketing strategies are put forward, including product, price, channel and promotion. Finally, the conclusion and prospect of this paper are put forward.
【学位授予单位】：齐鲁工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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